Droga5’s Million Debriefed

This is what I love about Droga5: they’re always cooking up some crazy, half baked idea and then throwing it full throttle at the world. Yes, Honeyshed blows big chunks, but you have to admire their tenacity.

Awhile ago, we mentioned their 1 million kids project, which would be national student media network using mobile phones. It launched last February and it took home a 2008 Cannes Lion Titanium Award. But honestly, we didn’t really have a handle on what the whole program was about. The video above provides an albeit heavily sentimental explanation of a truly remarkable strategy.